A destination postcard is a short description of your business 12 months from now, written as if it's already happened: the deals you've won, the rooms you're in, what buyers say about you. The idea comes from Chip and Dan Heath's book Switch. Murfin Group starts every strategy with one and works back from it.
Why it works
People change direction more easily when they can picture where they're going. A postcard turns a vague goal like 'grow in enterprise' into something concrete enough to plan against, and it gives everyone in the business the same picture.
How to write one
Date it a year ahead. Name real things: the accounts on the shortlist, the outlets that called for comment, the revenue that came in. Keep it to three sentences. If you can't picture it, rewrite it until you can.
What comes next
Work back from the postcard to the numbers: the revenue target, the deals behind it, the opportunities and meetings behind those. Then name the people you need to meet. Our Destination Advisor and Marketing Pen Test both draft a postcard for you as part of the report.